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Do Online Shoppers Attend Farmers’ Markets?

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  • Jean D. Gumirakiza
  • Mara E. Schroering

Abstract

Online shopping is changing ways in which offline markets operate. As the online shopping for fresh produce takes off, it is important to investigate its effects on existing physical market outlets. The main objective for this study is to explain how often online shoppers attend farmers’ markets. The study uses data that was collected in 2016 from a sample of 1,205 consumers residing in the south region of the United States who made at least two online purchases within six months prior to participating in this study. This study employed a multinomial Logit model and Stata was used to run the regression. Results show that the majority of these online shoppers never attended a farmers’ market. The relative probabilities for the online shoppers to “never” attend farmers’ markets, attend “occasionally”, and “frequently” are 0.54, 0.28, and 0.18 respectively. We found that the lack of awareness, inconvenient place and/or time, and low interests are major reasons for nonattendance. This study suggests that farmers’ markets could greatly benefit by developing marketing strategies targeting online shoppers.

Suggested Citation

  • Jean D. Gumirakiza & Mara E. Schroering, 2024. "Do Online Shoppers Attend Farmers’ Markets?," Journal of Agricultural Science, Canadian Center of Science and Education, vol. 11(10), pages 1-39, April.
    • Handle: RePEc:ibn:jasjnl:v:11:y:2024:i:10:p:39
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    References listed on IDEAS

    as
    1. Gumirakiza, Jean Dominique & Curtis, Kynda R. & Bosworth, Ryan C., 2014. "Who Attends Farmers’ Markets and Why? Understanding Consumers and their Motivations," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 17(2), pages 1-18, May.
    2. Zapata, Samuel D. & Isengildina-Massa, Olga & Carpio, Carlos E. & Lamie, R. David, 2016. "Does E-Commerce Help Farmers’ Markets? Measuring the Impact of MarketMaker," Journal of Food Distribution Research, Food Distribution Research Society, vol. 47(2), pages 1-18, July.
    3. Morganosky, Michelle A. & Cude, Brenda J., 2001. "Consumer Responses To Online Food Retailing," Journal of Food Distribution Research, Food Distribution Research Society, vol. 32(01), pages 1-13, March.
    4. Jean Gumirakiza & Sarah VanZee, 2017. "Most Preferred Market Venues for Locally Grown Fresh Produce among Online Shoppers," Journal of Agricultural Science, Canadian Center of Science and Education, vol. 9(10), pages 1-26, September.
    5. Yuko Onozaka & Dawn Thilmany Mcfadden, 2011. "Does Local Labeling Complement or Compete with Other Sustainable Labels? A Conjoint Analysis of Direct and Joint Values for Fresh Produce Claim," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 93(3), pages 689-702.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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